Amazon has emerged as a brand synonymous with shopping. When we need to purchase something, we immediately think of Amazon. According to Amazon statistics, the marketplace is home to millions of global merchants. Given a large number of sellers, the competition is, without a doubt, extremely fierce.
While it might seem like an impossible task to stand out from the crowd, we’re here to tell you that is not the case. With the right marketing techniques, you too can have a successful business on Amazon.
Read on to find out more about how to leverage your marketing campaigns using the following guide.
What does Amazon Marketing mean?
It is the process of promoting your store on Amazon using different marketing techniques like Search Engine Optimization, Pay-Per-Click or paid advertising, and external marketing. These strategies help in bringing your brand to the forefront and gain more visibility.
By implementing these strategies, you can optimize your listing, promote your ads in such a way that they appear at the top of search result pages, and obtain visitors from various other channels.
But why should you pay attention to marketing? Since the platform houses millions of sellers, you need to promote your products to be visible to potential buyers. If you are actively trying to be visible and get more customers, it will in turn get you more conversion and sales.
What are the factors that affect Amazon’s Marketing?
Although the marketing process is quite straightforward, it involves a multitude of factors that affect the results.
Most shoppers that visit the platform come with the intention to buy. By marketing your product to the people who are interested in that particular item, you can be sure that they will make a purchase when compared to someone who is just browsing through it.
The Amazon algorithm keeps track of the number of units of a particular product you sell. If you have a high sales velocity, your listings will rank higher, thereby getting you more sales.
If a seller opts for Fulfilled by Amazon, it means they are handing over the responsibility of order handling, shipping, and packing to Amazon. This helps the company rank higher as customers can receive free shipping and two-day delivery on their orders.
Using an Amazon FBA calculator is going to help you determine the listing quality, cost of the product and shipping, and various fees like fulfillment, storage, etc.
This is a very crucial step for getting more sales. Check your competitor’s pricing and decide on your pricing based on that. If there is a big margin between your products and theirs, the customers will buy from your competitors.
Having positive reviews will impact your listings. As humans, it is our natural tendency to believe in visuals rather than mere words. If people leave good reviews on your product page, there will be more customers that are going to find your items authentic.
Key Elements for Marketing on Amazon:
Amazon marketing can be divided into two channels. The first is internal marketing and it involves SEO and PPC. The second is external marketing, which we will talk about in the next section.
Amazon Search Engine Optimization (SEO):
This is the process of optimizing your product pages and driving organic/ unpaid traffic to your brand. If you are trying to get your product listing displayed at the top of the search results page with SEO, you need to make sure it contains all the required information. Your listing will have a high rank if you keep the following factors in mind.
Title, description, and keywords:
These are the most important features that will affect a listing rank. Firstly, you must be aware of what keywords work for your product. You can get an understanding of the terms that people are searching for by doing keyword research. The next step is to add these keywords in the title and description. The reason? When someone searches for a product you are selling, the first thing they will notice is the title.
Images and videos:
As we mentioned earlier, visuals have the power to convince a shopper to buy a product. Add multiple high-resolution photographs and videos to your listing so consumers know what they are buying.
It refers to a description shown in a visually appealing manner. It includes the brand name, logo, product information, and images/ videos that describe the features and qualities of your goods. It is an excellent way of grabbing customers’ attention as it is more engaging than the usual description box.
Amazon Backend keywords:
If you want to reach more customers, you must add your keywords in the back end. These are hidden keywords and will not be visible to the buyer, but you can still rank by adding them to your page.
Amazon PPC ads:
Pay-Per-Click or Sponsored ads are an advertising solution that helps sellers promote their brands by creating paid campaigns. You can showcase your products and get them to rank high on the search results page to get more conversions.
If you are looking for a PPC tool, you must check out SellerApp, as it is the best Amazon PPC Advertising Agency that helps businesses create and track their campaigns for better results.
There are three types of sponsored ads. They are –
- In a sponsored product ad, you select the particular goods you want to advertise and then enter the keywords while creating a campaign. Based on the keywords, Amazon will then target the right audience for your advertisements. When a user searches for products that are related to yours, your advertisement will appear to them, which will then increase your conversions.
- A sponsored brand ad is used to create brand awareness. When compared to Sponsored product ads, these are more detailed. You must include details like a tagline, brand logo, and multiple products. The purpose of adding the logo is to help users identify your brand and promote it to returning customers.
- Sponsored display, also known as banner ads, these advertisements help you in reaching the right target audience. They can be found both on and outside of Amazon, as well as on various affiliate websites. It targets users who have looked at your products or looked up similar phrases. It encourages your old customers to return to you and complete their purchases on Amazon.
What is Off Amazon Marketing?
If you run a store on Amazon, you are constantly searching for ways to boost your sales. Apart from promoting your brand on the platform, another way to achieve this is – Through Amazon or external marketing.
It refers to a marketing technique where sellers promote their products outside of Amazon and bring customers to their product pages directly. It is a form of cross-platform promotion that is done on various marketing channels.
It is beneficial in increasing brand awareness, getting more traffic from external sources, and targeting customers based on their interests.
Amazon Attribution is a metric used by businesses to track and measure their marketing activities on other platforms. With the help of this tool, you can understand the strategies that work best for your brand. As a seller, you will be able to check insights as to which ad or platform brought the most traffic to your business.
Off Amazon Marketing Types:
In this era of the digital world, social media is the gateway to attaining any kind of success. In terms of marketing, Amazon is the leading eCommerce platform that uses social media to promote its products. It allows one to connect with the audience directly.
So how does it help in promoting your brand? Studies have shown that by 2027, there will be 6 billion worldwide users. Since billions of people use social media on a regular basis, it lets you have a wider reach. The major sites that are used for external Amazon marketing are Facebook, Instagram, Twitter, Pinterest, and Tiktok.
Amazon sends emails to its customers to build brand loyalty. They have multiple templates that cater to different occasions like welcome, order confirmation, shipping confirmation, thank you, review, and sale emails.
The Amazon affiliate program enables the general public to earn by sharing product links on their blogs, websites, or social media handles. It is also known as the Amazon associates program.
It is an effective way of presenting your products to your target audience. Google displays your Amazon product listing based on the data you provide. It shows all the details like name, price, description, images, ratings, etc.
Amazon’s number one priority has always been customer satisfaction. As an Amazon seller, if you take any action regarding your business by keeping customers in mind, you will surely succeed.
Hence, if you are looking for ways to boost your sales, try out some of the above-mentioned Amazon marketing strategies. From optimizing your product listings, running ads, and promoting your brand or products in various other channels, you can reach more customers and make more sales.
Arishekar N is the Senior Director of Marketing and Growth at SellerApp, an e-commerce data analytics solution. He is responsible for overseeing the development and implementation of marketing strategies, as well as increasing process efficiency by executing cutting-edge Search Engine Optimization strategies at SellerApp.
Arishekar has over 10 years of experience in marketing analytics and SEO. He has worked as a Digital Specialist for the tech giant IBM and most recently as the Senior Marketing Specialist for ZioTive Technologies where he enhanced their site structure by increasing website and mobile usability. Previously, he worked as a Senior SEO Analyst for Star Group where he was responsible for managing SEO Audits and analytics.